Bsquare
Bsquare, now a brand of Kontron following its 2024 acquisition, provides Windows IoT licensing, embedded OS consulting, and device management software to enterprise OEMs across healthcare, avionics, energy, manufacturing, hospitality, and logistics verticals.
- Company typePrivate
- Founded1997
- HeadquartersBellevue, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What Bsquare does
Bsquare, founded in 1994 and headquartered in Bellevue, Washington, is a connected-device software specialist that operates as a brand of Kontron following Kontron's 2024 acquisition. The company sells to enterprise OEMs and operators building intelligent connected products across five verticals: Healthcare, Avionics, Energy & Manufacturing, Hospitality & Entertainment, and Logistics & Transportation. Its offerings sit at the intersection of Microsoft Windows IoT licensing, embedded OS consulting, and post-deployment device management.
The core technology stack covers multi-OS expertise spanning Windows, Linux, and Android, with AWS and Azure cloud integration for IoT deployments. The product portfolio comprises three lines: (1) Windows IoT Licensing, distributing Windows 10/11 IoT Enterprise, Windows Server IoT, SQL Server IoT, legacy Windows Embedded OS, and Microsoft Extended Security Update (ESU) Program coverage; (2) OS Consulting, providing embedded OS security hardening, configuration, and hardware-specific development services; and (3) Device Management, a platform for device monitoring and health, remote access, diagnostics and recovery, and software package deployment, offered as both out-of-the-box and customized solutions.
Bsquare generates revenue through three mechanics: licensing and royalties on redistributed Microsoft IoT products, professional services fees for OS consulting engagements, and subscription/recurring fees for device management software. The go-to-market is enterprise field sales, with direct contact via phone and email, content marketing through blogs and technical data sheets, and no explicit reseller or channel partner network. Reported revenue declined from approximately $73M in 2018 to $36.5M in 2022, with persistent operating losses over the period, prior to the 2024 Kontron acquisition.
Bsquare firmographics
Firmographics- Name
- Bsquare
- Legal name
- Bsquare
- Website
- https://bsquare.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Acquired
- Headcount range
- 251–500 employees
- Short description
- Bsquare, now a brand of Kontron following its 2024 acquisition, provides Windows IoT licensing, embedded OS consulting, and device management software to enterprise OEMs across healthcare, avionics, energy, manufacturing, hospitality, and logistics verticals.
- Ownership category
- akta.pro rank
Bsquare industry classification
Industry- Product category
- IoT Device Management Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Computer Programming Services (7371), Industrial Instruments For Measurement, Display, And Control (3823)
- akta.pro primary industry
- Site Security, Monitoring & Remote Operations (NOC/IoT) (HDAIAKAH)
- akta.pro secondary industry
- iBPMS (Intelligent BPM Suites) & Process Automation Suites (HDAEAHAG)
Keywords
Where Bsquare is headquartered
LocationHeadquarters
- HQ city
- Bellevue
- HQ country
- United States
- HQ region
- North America
Markets served
Bsquare business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Windows IoT Licensing: Resale and distribution of Microsoft Windows IoT licensing products including Windows 10 IoT Enterprise, Windows 11 IoT Enterprise, Windows Server IoT, and SQL Server IoT. Revenue generated through licensing fees with competitive pricing and expert technical support bundled.
- OS Consulting Services: Professional consulting services for embedded operating system security and configuration. Covers Microsoft, Linux and Android development with security best practices and hardware-specific configuration. Revenue generated through service fees.
- Device Management Solutions: Software solutions for managing connected products including device monitoring, remote access, diagnostics, recovery, and software deployment. Can be offered as off-the-shelf or customized/tailored solutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Windows IoT Licensing - competitive pricing with personalized service |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Bsquare product offering
Product offeringCore offering
Bsquare provides software products and services for building and managing intelligent connected IoT devices and systems. Its core offerings include a Device Management platform for monitoring, remote access, diagnostics, recovery, and software deployment; OS Consulting services covering embedded operating system security and configuration across Microsoft, Linux, and Android; and Windows IoT Licensing for embedded and IoT deployments. The company serves enterprise customers in healthcare, avionics, energy and manufacturing, hospitality, and logistics industries.
Product overview
Bsquare (now a brand of Kontron) offers a suite of software products and services for building intelligent connected devices and systems. The core product portfolio consists of three main offerings: (1) Device Management — a platform for monitoring, remotely accessing, diagnosing, and managing connected IoT devices with software deployment capabilities; (2) OS Consulting — embedded operating system security and configuration services spanning Microsoft, Linux, and Android platforms; and (3) Windows IoT Licensing — a comprehensive licensing program covering Windows 10 IoT Enterprise, Windows 11 IoT Enterprise, Windows Server IoT, SQL Server IoT, and Windows Embedded/Legacy OS products, along with Microsoft ESU Program support. The company serves multiple industries including Healthcare, Avionics, Energy & Manufacturing, Hospitality & Entertainment, and Logistics & Transportation.
Differentiator
Problem solved
Functional benefit
Products and services
- Device Management Out-of-the-box or customized software platform for managing connected products, providing device monitoring and health, remote access, diagnostics and recovery, and software package deployment and management. Designed for enterprise IoT deployments.
- OS Consulting Embedded operating system security and configuration consulting services spanning Microsoft, Linux, and Android development, including security best practices implementation and hardware-specific configuration. For organizations building embedded and IoT products.
- Windows IoT Licensing Licensing program providing competitive pricing and expert technical support for Windows IoT operating systems and server products, covering Windows 10 IoT Enterprise, Windows 11 IoT Enterprise, Windows Server IoT, SQL Server IoT, and Windows Embedded/Legacy OS variants. For embedded and IoT device manufacturers and deployers.
- Microsoft Extended Security Update (ESU) Program for Windows Embedded Provides Microsoft Extended Security Update Program support for Windows Embedded operating systems, extending security patch coverage beyond standard support lifecycles. For organizations running legacy Windows Embedded deployments.
Quantifiable outcome
- Save up to 40% in operating costs with predictive maintenance
Companies that use Bsquare
Customer profileSegments5 records
Ideal customer profiles5 records
Bsquare technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Bsquare partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- KontroncoreKontron acquired Bsquare and Bsquare is now a brand of Kontron. Bsquare operates under the Kontron Americas umbrella, combining Bsquare's 28 years of Windows IoT expertise with Kontron's global IoT technology portfolio. The acquisition integrates Bsquare's software expertise with Kontron's hardware and IoT platform capabilities.
Scale indicators5 records
Recent moves7 records
Expansion highlights4 records
Bsquare competitors and assessment
Company assessmentBroad incumbents
- Kontron: Parent company and global provider of embedded computing and IoT hardware/software platforms. Directly comparable as the acquirer and the broader stack within which Bsquare's device management and OS expertise now sit.
- AWS IoT (Amazon Web Services): Hyperscaler IoT platform offering device connectivity, device management (Fleet Hub), OTA, and edge runtimes. Bsquare integrates with AWS, but AWS IoT also competes with Bsquare's device management product on price and feature breadth.
- Microsoft Azure IoT: Azure IoT Hub, IoT Edge, and Device Update provide managed device connectivity, management, and OTA — competing with Bsquare's device management while Bsquare simultaneously resells Microsoft Windows IoT licenses on top.
- PTC (ThingWorx): Industrial IoT platform with ThingWorx providing device connectivity, remote monitoring, and predictive maintenance — overlapping directly with Bsquare's healthcare, energy, manufacturing, and logistics use cases.
Direct peers
- Wind River Systems: Provider of embedded real-time operating systems (VxWorks, Wind River Linux) and edge/IoT device management software. Competes head-on with Bsquare's multi-OS consulting and embedded device management offerings for industrial and avionics customers.
- Eurotech: Embedded computing hardware and IoT device management software (Everyware Cloud) for industrial, transportation, and energy markets. Direct competition with Bsquare in rugged, multi-OS, connected-device deployments.
- Canonical (Ubuntu Core / Landscape): Provider of Ubuntu Core for IoT/edge devices and Landscape for fleet management at scale. Direct competitor in the Linux-based, multi-OS device management space where Bsquare also operates.
Emerging players
- Balena: IoT platform offering balenaCloud for device fleet management, OTA updates, and containerized edge workloads. Comparable emerging competitor in connected device management across heterogeneous Linux/embedded deployments.
- Particle Industries: IoT connectivity and device management platform with cellular modules and an integrated cloud console. Overlaps with Bsquare's device management use cases, particularly for logistics and connected product OEMs.
- ClearBlade: Edge computing and IoT platform for connected device fleets, with emphasis on industrial and enterprise deployments. Competes with Bsquare in device monitoring, OTA, and remote management for asset-intensive customers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Bsquare social profiles
Digital presenceBsquare financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bsquare leadership team
Management profileNumber of profiles
Profiles5 records
Bsquare funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bsquare M&A and investment
M&A and investmentM&A6 records
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bsquare
What does Bsquare do?
Bsquare provides software products and services for building and managing intelligent connected IoT devices and systems. Its core offerings include a Device Management platform for monitoring, remote access, diagnostics, recovery, and software deployment; OS Consulting services covering embedded operating system security and configuration across Microsoft, Linux, and Android; and Windows IoT Licensing for embedded and IoT deployments. The company serves enterprise customers in healthcare, avionics, energy and manufacturing, hospitality, and logistics industries.
Is Bsquare a public or private company?
Bsquare is a private company. It is classified as corporate owned and is currently acquired.
When was Bsquare founded?
Bsquare was founded in 1997. It employs 251 to 500 people.
Where is Bsquare based?
Bsquare is headquartered in Bellevue, United States, in the North America region.
How does Bsquare make money?
Three revenue lines are on record. Windows IoT Licensing is the primary driver. The others are OS Consulting Services and device Management Solutions.
Who are Bsquare's main competitors?
Broad incumbents on record are Kontron, AWS IoT (Amazon Web Services), Microsoft Azure IoT and PTC (ThingWorx). Direct peers are Wind River Systems, Eurotech and Canonical (Ubuntu Core / Landscape). Emerging players are Balena, Particle Industries and ClearBlade.
Does Bsquare have an API?
No public API is recorded for Bsquare.
What industry is Bsquare in?
Bsquare's product category is IoT Device Management Software. Its primary akta.pro industry code is HDAIAKAH, Site Security, Monitoring & Remote Operations (NOC/IoT), with a secondary code of HDAEAHAG, iBPMS (Intelligent BPM Suites) & Process Automation Suites. Its NAICS code is 518210 and its SIC code is 7371.